Implementation of Best Solution
The best solution for Benetton is to implement an integrated marketing communications strategy that is well coordinated with the other elements of the marketing mix such as Product, Place and Distribution strategy. Such an integrated approach to marketing promotions shall ensure that the branding message is uniform across the entire organization and in all geographical regions.
The company needs to carefully select the branding and advertisement campaigns in view of the culture of the local regions and the brand should adopt customization strategies so as to localize the content of the promotions to associate with the local culture and be careful enough not to hurt the sentiments of the local customers.
Benetton needs to adopt digital marketing strategies so as to connect with the target customers online and increase the brand awareness among the target customers. Benetton needs to adopt social marketing as an approach to associate the brand with issues such as environmental responsibility and community development.
It is important for Benetton to first conduct an in-depth marketing research so as to understand the target markets and the needs of the customers. A detailed competitor analysis is also essential to understand the strategies of the competitor brands for effective promotions.
Justification
An ideal strategy for the brand would be to follow a global localization strategy for its branding and communication programs. Such a strategy shall ensure that there are no major public disagreements and cultural clashes in the various geographical regions. The brand should also take approval from the concerned authorities and agencies to ensure compliance with the local culture. A feedback should be taken from time to time to modify the promotional content as and when needed.
References
Global Management. (n.d.).
